#TECH: WhatsApp announces new business features, industry collaboration
By Allisa Fuad
WHATSAPP is deepening its role in Malaysia’s digital economy with new tools that merge messaging, calls and artificial intelligence (AI) to help businesses connect more efficiently with customers.
At the second WhatsApp Business Sessions recently, the platform announced the introduction of in-app customer calls, AI-driven performance tools and updates to the WhatsApp Business Platform, designed to streamline marketing across WhatsApp, Facebook and Instagram.
With 78 per cent of Malaysians now messaging a business every week, Malaysia has become one of WhatsApp’s most active business messaging markets globally.
“WhatsApp is developing new features to drive better results for businesses of every size, while providing a more personal and timely experience,” said Meta Malaysia head of industry, Justin Murugaya.
Among the most anticipated updates is WhatsApp Business Calling, which allows companies using the platform to make or receive calls directly with customers. The feature is aimed at bridging the gap between chat and live support, particularly for high-touch customer interactions.
WhatsApp also introduced Ads Manager integration, enabling businesses to create and manage campaigns across WhatsApp, Facebook and Instagram in one place. Its AI optimisation tools, including Advantage+, automatically manage budgets and placements to maximise performance.
The Updates tab, used by 1.5 billion people daily, is also expanding to include ads in Status, promoted Channels and Channel subscriptions — offering businesses and creators new ways to reach audiences beyond private chats.
Industry collaboration
Meta further announced the expansion of its Meta Live Skilling Programme with INSKEN, SME Corp, MARA and MDEC. The initiative has so far trained more than 1,000 Malaysian micro and small enterprises in using WhatsApp’s business tools.
Entrepreneur Development and Co-operatives Minister Ewon Benedick praised Meta’s investment, describing it as a deep and lasting commitment — not just to technology, but to people.
Retailer IKEA also uses WhatsApp to engage loyalty members through Marketing Management.
“WhatsApp is intuitive and familiar, and its simple user experience has led to 42 per cent higher open rates compared with email,” said IKEA Retailer Ikano Retail customer engagement and loyalty manager, Angelica Sanchez.
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